MUSCAT/CAIRO – Tobacco companies are targeting and wooing youth by adding flavours to their products.
Research reveals that children and adolescents prefer sweet flavours than adults and nearly three quarters – 72 percent – of young adult current tobacco users report flavoured tobacco use, officials note.
May 31 World No Tobacco Day
And this is why on May 31 the world will mark World No Tobacco Day 2025 under the banner ‘Bright Products. Dark Intentions’ This year’s theme sheds light on the tobacco industry’s tactics to lure women and young people into addiction through flavoured and colourful products.
Leading cause of preventable death
Tobacco use is the leading cause of preventable death globally, with the World Health Organisation (WHO) Eastern Mediterranean Region bearing a significant burden. The Region has the highest smoking rates among adolescent boys, with countries like Jordan, Lebanon and Egypt ranking among the highest globally. The promotion of new nicotine products, such as e-cigarettes and heated tobacco products, has led to higher dependency rates among vulnerable groups.
37mn children use tobacco
Globally, 37 million children aged 13–15 years use tobacco. In the Eastern Mediterranean Region smoking rates in some areas have reached 43 percent among adolescent boys (aged 13–15 years) and 20 percent among adolescent girls. The highest prevalence of tobacco use among boys is recorded in the occupied Palestinian territory (West Bank) at 43.3 percent, followed by Jordan at 33.9 percent and the Syrian Arab Republic at 31.6 percent.
New nicotine products
The tobacco industry’s promotion of new nicotine products, such as e-cigarettes and heated tobacco products, is particularly concerning. These products often feature flavours and colourful designs that attract women and young people, leading to higher dependency rates. With over 16000 flavours of e-cigarettes available, it’s no surprise that in some countries 9 out of 10 e-cigarette users are drawn to the flavoured products that target younger users.
Gap narrowing
Alarmingly, the gap in tobacco use between men and women is narrowing, with more women and girls taking up smoking, exposing them to health risks such as cervical cancer, osteoporosis and fertility issues Meanwhile, the region already has the highest smoking rates among adolescent boys, underscoring the urgent need for action.
Highest youth smoking rates
“Our region has the highest youth smoking rates in the world. We must act to protect the next generation. Let us stand together and make it crystal clear. No more tricks. No more traps. Let’s unite for a tobacco-free future,” says WHO regional director Dr Hanan Balkhy.
In response to the alarming rise in tobacco use among women and adolescents, the Regional Office for the Eastern Mediterranean has launched a targeted initiative. This initiative recognises that women and adolescents share common vulnerabilities, including socioeconomic factors and health care needs that make them susceptible to the industry’s tactics.
Governments, stakeholders and communities must work together to: ban tobacco product flavours and attractive designs; implement graphic health warnings on packaging; restrict advertising and promotion; and increase taxes on tobacco products.
Unite for tobacco-free future
“We need to work with all stakeholders, led by governments, to limit/ban the use of flavours and attractive colourful designs, especially for emerging products including, but not limited to, e-cigarettes and vapes. Let us unite for a tobacco-free future. We owe it to our children, our communities and our future generations to take bold action against the tobacco industry’s tactics, Dr Balkhy says.
Raise awareness
“On World No Tobacco Day 2025, let’s raise awareness about the tobacco industry’s dark intentions and work towards a tobacco-free future. Together, we can make a difference and protect the health and well-being of our communities. Let’s spread the word and unite for a tobacco-free future!”
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